iWorld
MX Player launches MX Advantage
Mumbai: MX Player has launched MX Advantage, a one-stop solution for brands across India to leverage the power of content across formats, languages, and genres, on Monday.
MX Advantage is a platform for all of MX Player’s existing and new advertisers to launch ad offerings.
This platform has been developed in order to directly make MX inventory available to small, medium, and large business owners, marketing managers, media agencies, SMEs, metros, and non-metro advertisers.
MX Advantage will enable the digital advertising sector to advertise across all forms of entertainment through impact-driven campaigns, maximising ROI and assisting in the achievement of corporate goals.
MX Player chief operating officer Nikhil Gandhi said, “We are India’s first entertainment super app driven by high-tech innovations and offer content that appeals to our consumers. As technology continues to infiltrate every aspect of our lives, convenience is more important now than ever before for businesses of all sizes.We understand Bharat, which has led us to be the second-largest video platform in India with 236 million users, which helps advertisers reach a larger audience in today’s highly competitive market.”
He further added, “MX Advantage is a one-stop solution for advertisers of all sizes and budgets, including our current partner advertisers. Our huge and diverse user base across demography, markets, interests and languages will help brands reach the audience that matters for their business.”
The self-serve platform offers immersive ad formats across tabs like video, display, audio, and content solutions that will help in driving the brand’s awareness and engagement with important features like customisation and total campaign control.
Additionally, brands can easily take advantage of MX Advantage’s additional services, which are all housed under one roof and include sponsorships, rich media ads, entertainment commerce, etc. There are several benefits as a part of the promotional launch period for verified advertisers who sign up on the platform.
MX Player has also collaborated with DanAds, a technology platform, to make its engaging media and industry-leading advertising solutions available to SME businesses in India via MX Advantage.
DanAds CEO and co-founder Istvan Beres said, “The launch of MX Advantage is hugely exciting. With a strong foothold in India and a growing global presence, MX Player is well-positioned to take full advantage of the benefits offered by self-serve advertising. Streaming TV is one of the hottest formats right now for sponsored content, and we look forward to offering an engaging and dynamic solution for MX Player’s portfolio of advertisers. Speed, ease-of-use, and flexible budgets are some of the most important factors for SME advertisers, and DanAds is proud to partner with MX Player to offer just that.”
iWorld
Ankuur Rajesh Kapila named national sales head – India at ZEE5 & digital
Former sports-gamification executive to drive revenue strategy and digital monetisation across India
MUMBAI: A seasoned dealmaker across television, sport and digital, Kapila steps in as national sales head – India, charged with sharpening revenue strategy, widening market reach and deepening digital monetisation. The mandate is clear: convert scale into sales and attention into advertising.
The move bolsters the streaming ambitions of Zee Entertainment Enterprises Limited as competition intensifies in India’s crowded OTT market. The focus will be on stronger advertiser tie-ups, smarter packaging and monetisation that keeps pace with shifting viewer habits.
Kapila arrives from JioStar India Pvt. Ltd., where as vice president – sports gamification he helped scale Jeeto Dhan Dhana Dhan into one of the country’s largest live play-along ecosystems. During the Indian Premier League and major international tournaments, the platform engaged over 300 million fans, blending branded integrations with sponsorship-led revenues.
The appointment also marks a homecoming. Across a 14-year earlier stint at the company, Kapila handled brand solutions across regions and genres, led key account management for the GEC cluster and oversaw programming and content acquisition at Zee Studio. Few executives have worked as many sides of the revenue engine.
For ZEE5, the signal is unmistakable: monetisation is back in the spotlight. With advertisers chasing measurable impact and platforms chasing profitability, Kapila’s brief is to make growth pay. In the streaming wars, scale is vanity, revenue is sanity, and momentum is everything.
